Marketing to Youth

Reaching a young audience

Marketing to Youth


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report discusses how Frito-Lay, the snacks division of PepsiCo, has leveraged digital media to deepen its engagement with consumers.


John Davidson, Event Reports, Festival of Media Global, April 2014

This event report discusses how Pottermore, the digital platform for the Harry Potter universe developed by JK Rowling and Sony, has built digital engagement for the all-conquering series of books published between 1997 and 2007.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report reveals how Adobe, the software and technology company, connected with young creatives studying at college in the US to promote its suite of software and programmes.


Matthew Carlton, Event Reports, Market Research Summit, June 2014

This event report looks at four areas – users, devices, products and advertising – where internet business Yahoo is concentrating its research efforts.


Lai Low Chow, Event Reports, Social Matters Singapore, May 2014

This event report looks at how brands have successfully used the LINE instant messaging service in Japan to extend their reach and drive sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains how MILO, a chocolate milk drink brand, created a new sport in order to reposition itself in Malaysia and appeal to teenagers.


Case Study

Oreo: Daily Twist
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how OREO, the US cookie brand, celebrated its centennial anniversary via social media to rejuvenate the brand.


Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This report describes how Wendy's, the American quick service restaurant chain, is using social media to build mass awareness.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"